Exclusive Think Tank interview with YouTube; social media video sharing platform, marketing expert Chris Desadoy.
It’s no secret, we’re big fans of video/content marketing and will find us often chatting with other users or sharing content on the power of video marketing; Snapchat/instagram/vine/vimeo/YouTube. One of the big buzz words currently in internet marketing is Video Content is King and one friend we’ve made who sings this is Chris Desadoy of BuyViews. We’ve engaged with Chris in several niche specific marketing chats since he is a thought leader and marketing expert who shares useful tweets that caught our attention. Since he shares relevant information and content, we wanted to pick his brain! We took our relationship to the next level; not third base you pervs 😉 and asked Chris some pretty heavy hitting questions regarding himself, content marketing in the form of video content, as well as his professional quest. We hope you really enjoy this in-depth and riveting interview as much as we did. We also want to give a huge thanks to Chris for taking the time to do the interview with us. This influencer only follows 3 people on Twitter so we know his time is limited and it means the world to us that he was able to chat with us!
1. Introduce yourself, brief background into who you are, what you do, where you work, your favorite fabric, brand of deodorant, jeans, etc. Let our readers get to know you a bit before we dive in.
My name is Chris. I’m just a guy in his 30’s that has figured some things out with social media and marketing. I am enamored with penguins, such magnificent creatures. The clothes I wear are the ones that my wife tells me don’t look horrendous, I would prefer to wear sweatpants and flip-flops all day, but alas happy wife not dead husband. We live in Florida, its hot.
2. What attracted you to YouTube?
The video compression was amazing, the fact that we could stream video real time over http with little buffering in 2005/2006 was so next level. You have to remember, in 2006 only 20% of people even had access to ‘broadband’ and even then it was such expense that downloading a movie was pretty unheard of outside of ‘hackers’ I mean we used to use mIRC to transfer videos that were 700mb, which would literally take 2-3 days to download. Then we would rip those movies down to a avi format and split them to 2 CDS, which then could be watched on a computer. LOL there was no DVD burners or blueray players, if you wanted to watch a pirated movie, you god damn worked for it.
When YouTube hit, with that compression, the ability to ‘stream’ which wasn’t even a reality, just a concept, the entire game changed for the world. The access to information was opened in a way that never before was there. You had the ability to truly communicate with the world.
That and we all knew that porn would 100% follow suit, and a multi-billion dollar industry was born.
2. Continued: Was it the video content?
Early YouTube content was atrocious, but I support each and every person that put themselves out there and tried to figure out the new medium. They were pioneers in space that didn’t exist. I was attracted to the technology side of it, but the people impressed me more than anything.
The trolls, came very close behind though, and hate them as you may, some of them are the most imaginative people I’ve ever met. They just need to channel their energy into creation instead of degradation and we would all have better things.
2. Continued: Are you a visual learner?
To a point I think that all mammals are visual learners, aren’t we? I mean we learn from immediacy to trust what our eyes see and we use them to mimic our tribe around us. We learn to survive through our eyes, so sure I learn visually. As far as learning more through ‘doing’ than ‘reading’ that’s 100%. I think that anyone will remember and truly understand something only after doing it, making mistakes and then fixing them. I say it a lot, but mistakes only become failure if you don’t learn.
2. Continued: The opportunity for massive leads and sales? A BIG ROI?!
It was the tech that drew me in, the great big world of video that was an untapped market. Sure making money is always the goal of business isn’t t, but it wasn’t the main reason to get into YouTube., there wasn’t a market to speak of, it was just the wild wild west.
3. What was the first YouTube video you saw? How did you feel after watching it?
Here is the first video I have a clear memory of watching. I can remember thinking that this is going to be huge, people love to watch other people get hurt/do stupid things.
Here is the first video I have a clear memory of watching. I can remember thinking that this is going to be huge, people love to watch other people get hurt/do stupid things.
4. Do you feel YouTube is an overused platform with nearly 98% of videos not receiving views outside of from who uploaded it?
I would like to see the stats on this, this seems like conjecture to me. We don’t even have an accurate estimate of how many videos are even ON YouTube, beyond the fact that videos in countries that are not allowed by your government won’t even show in results, so how can an arbitrary number that that be taken for fact? Also, not received views out side of from uploaded it? You mean that people don’t share their videos with their mom/brother/sister what have you? I mean sure you may make a case that the mass majority of people that watch a particular set of videos on YouTube are associated with those videos, but isn’t that the actual point of YouTube lol?
Think about it, YouTube is not a video sharing service, it is one of the first and largest of social networks. The goal of YouTube is to get you to be able to share your experiences, views, opinions and interactions with the world and with those you wish you could have shared those experiences with in real life.
YouTube literally opened the world to the small scale producers to broadcast themselves to everyone, but that doesn’t mean that everyone should be watching everything. It’s a collective consciousness that allows certain content to transcend that intimate connection of a circle of people, to the connection of everyone.
So the main problem we have here is a level of unrealistic expectation and a lack of true understanding of the social platform in and of itself. Thinking that YouTube is a video distribution platform and creating content around that ideal will completely fall flat. You will fail every single time if you are using it as a platform to distribute moving pictures. There is Vimeo and Wistia for that, YouTube is about connecting people and experiences through video.
Tl;DR: That arbitrary 98% number is B.S. and the concept behind YouTube as a social network dictates that only the best will appease the masses.
5. How do you feel about alternative video sharing marketing websites like Vimeo or Skype?
YouTube is not a video sharing platform. YouTube is a social network that centers around video experiences. If you look at YouTube as a platform for distributing video, then you are going to fail and you should look elsewhere for your video marketing. YouTube has its own ecosystem, it’s own ‘je ne sais quoi’ that can’t be matched on any platform.
5. Continued: Are they as powerful as YouTube?
Wistia, Vimeo, Skype, Vine, Periscope, Instagram, Facebook Video all are exactly as powerful as a platform as YouTube. I mean the compression and uploading time from YouTube is amazing because Google engineers are amazing, but the base level features of a ‘video upload platform’ are pretty universal. What they lack is the immediate connection of experience/knowledge sharing that YouTube has. A video is a video is a video, a YouTube video is an experience in and of itself.
6. It’s no secret that Snapchat and Instagram are dominating video content sharing as of late, do you think YouTube is in danger and will soon be abandoned by millennials for the latest and greatest like Snapchat or Ig?
People like new shiny things. The people who ‘left’ YouTube to go to Instagram or Snapchat would have ‘left’ YouTube regardless, they are bandwagon riders. It’s no different than music or video games or sports teams, people ride fads and then fads become the normalcy of acceptance, then a new disruptive fad comes, which then brings the old fad back to normalcy.
There are almost 8 billion people in the world, a lot of which do not even have access to the internet.
When the rest of the world comes online, what do you think the main destination will be? Of course you already know.
If you think about it, that is what we as humans use this amazingly interconnected system of computers we have built for.
You think you are going to watch a video of how to lay a carpet on Snapchat? You think that finding that secret boss in that secret zone in that game is going to be shown to you on Instagram?
I mean come on, who in their right mind could ever see a world without YouTube or a YouTube replacement?
Small, trivial pieces of content will be shared on trivial networks like vine, IG and Snapchat. These are by design meant to be taken in very small clips, bite sized pieces, but humans are always going to need to discern information from somewhere.
Go watch a TED talk on 1 minutes IG videos and then come back to me and tell me YouTube is going somewhere.
7. Snapchat allows users to engage with video content and market it in a fun and unique way with things like the dog filter, the slow motion option, and the floral head wear, how can YouTube compete with such a unique competitive advantage never seen in internet marketing before?
By allowing true long form content that isn’t trivial. Great you can dog filter and put whatever you want to make your video fun. They aren’t doing anything you can’t do on a YouTube video, but they made it integrated and easy.
The point is though, YouTube shouldn’t care that these videos are shared on IG and snap, they belong on IG and SNAP. Those networks exist because YouTube couldn’t really deliver the experience of fleeting “had to be there” moments like IG and SNAP can.
That is an OK thing though because SNAP and IG can not and by design will never off the same experience that YouTube does. There is enough room for everyone to give unique experiences around video.
8. Do you think Snapchat and Instagram will dive more into advertising and targeted accounts like YouTube has in the past?
If they are smart they will look at trends on their platform and figure out who their target demo is and get on native advertising platforms right now.
9. How can Snapchat and Instagram compete in PPC when Google has a clear competitive advantage in this landscape?
They offer an experience that Google can’t. Supply and demand. People obviously demanded this experience and are willing to theoretically pay for it with adverts.
10. In a recent study, 1/3 millenials said that they were going to stop using YouTube because the platform was old and boring but Snapchat and Instagram were fun and sexy, how does that make you feel?
It makes me feel the exact same way I read anything on the internet that precedes with “In a recent study” with no actual fact delivered: Show me the study, how it was conducted and what parameters it met.
Benefit of the doubt and say that this is real, then that’s fine they will “leave” YouTube.
It’s the same way that they “leave” their favorite bands, foods, clothes. New shiny things are great, but once they realize that the ‘old boring’ system was giving them an experience they can’t replicate other places, they will use YouTube for what it was meant for: Connecting people through video.
Until then, they can use whatever system they want, but if anyone on the planet that actively uses the internet for work/pleasure truly believes they are not going to run into YouTube for information/answer questions, they are delusional.
11. Marketing heavyweights like Sam Hurley and Deke Bridges have fully endorsed snapchat and its millennial power, will it get a similar endorsement from you?
SnapChat is great if you users are on Snapchat and you can legitimize a reason for being on it. Jumping onto a new platform because it’s new is stupid.
If you have identified that your target demo is using Snapchat, and you are not absolutely crushing it on Snapchat, then stop calling yourself a marketing professional and so something else.
I mean, how can I give my endorsement to a platform? If you can make it work in your space, then hell yes use it. If you don’t know what you are doing and you sell medicare, then wtf are you looking at Snapchat?
12. Let’s focus the conversation a bit more in terms of your brand and your services to diversity this content, You offer users the ability to buy views, how is this beneficial to their brand/product?
This is literally the first question people ask me when they learn of some of my websites. In complete honesty buying any sort of social metric, whether that be likes, plays, views, comments, whatever doesn’t work on its own. It simply doesn’t. I mean I provide real people watching your videos, it’s not a bot, its not a pop-under, its someone that knows they are watching the video they are watching and they are aware of its content.
The problem though is when someone has an incentive to do something, they are not engaged, and as I have said this entire time, YouTube is about connecting people with experiences, so if you have an empty experience, its actually more detrimental than NOT having an experience. Wait, did I just say my services don’t work? Yeah, I did.
The point I am making though is they are not something that is going to make you money, nor is it going to make you have a better video or a better song. Buying social metrics is very similar to hiring the best book cover designer on the planet.
All it does is prime the user for an expected experience before they engage on that experience. If you have literally the exact same content provided by two accounts, literally the same. Posted at the same time with the same videos and the same header, every thing was the same, except one video continually got 20-40% more views and engagements than the other.
Remove all personal disdain and look at that objectively, if you are like the MASSIVE majority of people, you are going to watch the video that the other people have watched as well. Now this may completely backfire though, because just like if your book is shit and your cover is great, that mismanaged expectation is going to really disconnect the reader from the experience. Same way, if you create the expectation of greatness from having a ton of views, likes what have you, and your video is shit, then you are just spinning your wheels.
Tl;DR: Buying social metrics is painting a pretty book cover. If your book is shit, it won’t matter.
13. Are these views based on demographic information? How do you determine who views the content?
We have a team that watches the video first and takes the direction from the client to determine who we recommend watches the video.
14. How do you generate such a high # of views and viewer retention? Do you have an exclusive YouTube network that is hungry for video content and they just can’t get enough?
Well, that’s the secret isn’t it? I have over the years built a network of people who are interested in marketing their videos and getting real views. They agree to watch whatever video I send them in return they expect me to deliver their videos to viewers as well. You can also buy these views with cash instead of ‘watch time’ currency.
Another secret is Facebook ads. People don’t know that you can actually purchase targeted legit views on Facebook for your YouTube video for less than .01 a view.
I spent the time and effort learning how to optimize these ad campaigns for people, so I make the money charging a modest fee for the service of setting up the ad campaign and getting the targeting and cost per view down to an acceptable level. Sometimes I lose my shirt on this though as it can be a volatile environment, that Facebook ad world. Obviously I can’t share exactly how we deliver views as that is how we make money, lol.
Every single person who gets views delivered by me has real people who know they are watching a video, watch that video. There is no scripts or bots or under-handed tactics like a lot of my competition. If you couldn’t notice by now, we stand alone in this industry because we actually help the people we interact with, we have a solid support team and check the ratings online, we don’t screw with people’s hard work by doing stupid shit to get videos removed. Not everyone will agree with what we do and that’s fine, but we do it the right way.
15. How do you maintain such a strong and steady level of video engagement over time? That seems to be the biggest obstacle for many ‘Tube sites/brands.
Consistency and quality. People want you to make great videos. They want to spend their time watching them instead of working. People want to be the person who finds the next big YouTube video and can say they started the sharing. They want to interact with you. You just have to meet that need. You have to manage that expectation and meet it. You have to make sure that when there is a question to answer in your space or a topic that deserves your voice, you are all over it. You have to be ubiquitous in your vertical, you have to be ‘the company’ or ‘the guy’ to go to for whatever it is you are making videos about.
If you are a roofer giving advice for the upcoming hurricane season, then you had better be answering those scared peoples fears better than anyone else, and you will then build a trust relationship with them, for which you become ‘their guy’ for roofing questions.
You see you have to establish yourself as a verb in their lexicon. You don’t search the internet, you ‘google’ it. You don’t use a facial tissue, it’s a ‘kleenex’ hell people refer to an entire subgenre of softdrink as ‘coke’. I.e. what type of coke do you want? I’ll have a sprite.
Once you do that, as long as you continue your status quo, there is never a reason to stray from your brand. You are the ‘go to guy’ for whatever it is you are doing.
See rand fishkin at Moz if you want a real-world example in the tech space. He is the ‘go to’ guy for SEO for a lot of people.
You want to be on that level of regular content creation, that level of expected value. If you can achieve that, you will have 100% retention.
16. Last question Chris, if you could only watch 5 YouTube videos on a desert island, what would they be?
Chris chose not to answer this question..probably because on a Desert Island they wouldn’t have any Wifi 😀
Be sure to follow Chris on Twitter and maybe you can be lucky follower #4!